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What Makes Advertising Successful?

1. PERSUASIVE SELLING COPY. The wording is the single most
important element in determining a successful ad. What counts
most is what you say and how you say it.

2. PLACEMENT IN APPROPRIATE PUBLICATION. This might seem
obvious, but it is often neglected. If the right people don't see
your ad, they can't respond.

3. SPACE/PRICE IN PROPORTION. You simply can't sell high priced
merchandise from a small classified or one inch ad space. These
should be considered as a low cost means of building a mailing
list by asking readers to write for more information. If you
expect to sell directly from an ad, the size of the ad will have
to increase in proportion to the selling price. Two or three
inches of space for items selling for 42 to $5... half or full
page for items selling for more than $5 up to $20. When the price
goes above $20 it is usually best to run inquiry ads and follow
up with a printed sales presentation. There are exceptions, but
this is a fairly safe rule to follow.

4. TESTING ALL THE ELEMENTS. Unlike institutional advertising
(toothpaste, cars, soap, etc.) which must rely on extensive
market research, analysis, surveys and a lot of psychology to
achieve success, mail order selling has a built-in "watchdog" to
guard against waste and loss, and to help assure that every
dollar spent will produce a profit...or at least tell you why it
didn't, so you won't make the same mistake twice. This method
(unique to mail order) is called KEYING. By inserting a number or
letter (or combination) into every ad you run, you can tell which
ad works in which publication and in which issues it works best.
More sophisticated forms of this testing technique can be carried
thru by trying a new headline, a different
testimonials,guarantees, etc. The testing technique know no
limits, but there is also danger in becoming test-happy. To use
the testing principle effectively, be certain that the results
will justify the time and expense of making the test. If it
merely means adding to your paperwork without adding profit or
reducing cost,it isn't worth it.

Copyright 2004 by DeAnna Spencer
This article may be reproduced freely on the Internet as long as
the resource box remains intact.

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DeAnna is the publisher of the ezine, Prospecting and
Presents.
Subscribers get one free ad per week.
Subscribe today by visiting http://www.pnewsletter.com
To thank the publishers/webmasters that use my article, I
offer
one free solo ad. Simply fill out the contact form on my
contact
page listing the url it was used on or sending me a copy of
the
ezine it was used in. Once I confirm the location of the
article,
then we can make arrangements for the solo ad.
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Note to publisher/webmaster: Feel free to remove the part
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ad when you get ready to publish the article.

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